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在奢侈品营销中,一个理念就是:经典即时尚。因此真正的奢侈品通常会将其品牌会利用当下可搭载的媒介,向受众进行品牌形象的宣传。2012年,卡地亚的猎豹到普拉达的《一次心理治疗》,再到芝华士25年邀请王家卫执导《心灵之境》,众大牌奢侈品纷纷展开了利用微电影进行品牌传播,这一集中的行为被很多评论者称之为“奢侈品品牌的微电影元年”。那么微电影作为新近出现的一种广受欢迎的新媒体内容,能否为奢侈品品牌的形象延续起到关键的作用呢?如果有作用,其机制如何?与以往的品牌植入不同的单一品牌所拍摄的微电影,与广告片区别何在?消费者又是否会认同?
In the luxury marketing, a concept is: classic that is fashion. Therefore, the real luxury usually will be its brand will be able to use the moment can carry the media to the audience to promote the brand image. In 2012, Cartier’s Cheetah went to Prada’s “One-Time Psychotherapy” and went to Chivas Regal for 25 years to invite Wong Kar-Wook to direct “The Realm of Soul.” All the big-name luxury goods launched their brands using micro-movies. Commenters call it “the first year of micro-movies of luxury brands.” So micro-film as a newly emerging popular new media content, whether the continuation of the image of the luxury brand play a key role? If there is a role, the mechanism of how it is different from the previous brand implanted a single What is the difference between a micro-movie shot by a brand and an advertisement film, and whether consumers agree?